US And UK Consumer Attitudes On AI-Created Content, 2023

Generative AI (genAI) is creating major opportunities for retail brand professionals — think more communicative virtual agents, better personalized communication from brands, and improved visualization tools. Consumers, however, are hesitant to trust content produced by AI. According to Forrester’s June 2023 Consumer Pulse Survey, seven out of 10 US and UK online adults want public content created by AI to be labeled as such, and about two in five worry about copyright issues when they use genAI tools. That said, roughly one-quarter of US online adults believe genAI tools will make them more productive at their job and are comfortable using ChatGPT to analyze their company’s data.